Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

through this list, check off the ones that you think are the most practical for your
clients and the most comfortable for you to use. Note also that some will provide
an immediate response and others will require time to produce results. Take that
into consideration.
The marketing tools are divided into two categories. The categories I have chosen
are Personal Marketing Tools and Promotional Marketing Tools. The personal
tools are those that put you in direct contact with potential and current clients. The
opportunity for one-to-one communication is greater and the impact is generally
stronger, but you reach fewer people at one time. The promotional tools generally
reach a larger number of people efficiently, but the impact is usually not as great
and the cost is higher. The things for you to consider will help you make the decision
about which tools may be best for you. Exhibit 5.1 provides you an overview
of the differences.
Exhibit 5.1. Comparing Marketing Tools
Characteristics Personal Tools Promotional Tools
Client Contact Direct Contact Indirect Contact
One-on-One Great Opportunity Little Opportunity
Communication
Reach Fewer People Large Number of People
Impact High Low to Medium
Cost Low High
Personal Marketing Tools
Over three dozen marketing tools are presented in Exhibit 5.2 and described below.
They are not always the traditional marketing list. They are the ones, however, that
consultants could use to market their organizations.
Tools of the Trade: What Works; What Doesn’t? 75